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3 tips for adapting your marketing strategy for the Indian culture

By Elin Box on November 19, 2020

More and more global brands are turning their attention to India.

With a population of 1.3 billion people and rising disposable incomes, it is easy to see why.

Not only that, but brand loyalty is quite high, so if you manage to earn the custom of an Indian shopper, you may have just gained them for the long-term.

If you want your brand to succeed in India, you need to tailor your marketing activities to the Indian culture.

Let’s look at three ways you should adapt your marketing strategy for India.

1. Indians are very success-oriented

They are driven by a desire to be successful, i.e. to be the best at what they do.

When marketing in India, you should therefore emphasise how your product or service can help the customer become more successful.

Status symbols are important in this kind of culture, and in India, success is often signalled by buying designer or high-quality brands.

If that is you, you should therefore incorporate the concept of success into your marketing messaging.

2. Word-of-mouth is important in India

For this reason, it is vital to provide customers with a positive experience of your brand, for example by providing excellent customer support.

This way, you can help ensure that people only have positive things to say about your brand when they discuss it with others.

3. India is a multilingual country

India has 22 official languages, plus many other languages which do not have “official” status.

With such broad linguistic diversity, it is very important to research which language is spoken by your target audience or region.

This will allow you to create your website and marketing content in the most appropriate language that will bring you the best results.

I hope this blog post has given you a useful introduction to how you need to adapt your marketing strategy for the Indian culture. For more in-depth information, read Webcertain’s online consumer behaviour report here. 

This 219-page report gives concise, up-to-date overviews of the cultures of 38 countries worldwide.

  • Learn how each country scores for Hofstede’s cultural dimensions.
  • Discover what this means in terms of marketing.
  • Get additional insights directly from our experience helping global brands.
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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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